Singapore Airlines Pledges $10M Loyalty Account to DraftWorldwide

In its biggest account win in Asia-Pacific, DraftWorldwide Singapore has been named to handle an annual $10 million global loyalty account for Singapore Airlines.

The SIA business was contested in a four-month pitch by DY&R/Impiric, Bates/141, Carlson Marketing Group and incumbent OgilvyOne/Lacek. DraftWorldwide holds the account for two years.

DraftWorldwide will work on the KrisFlyer frequent-flier and Priority Passenger Services loyalty programs of SIA.

"It's no secret Singapore Air would like to build usage through a combination of strategies, through a strengthening of its loyalty program and communications program," said Jordan H. Rednor, president and chief operating officer at DraftWorldwide, New York.

Services offered by the agency include direct, interactive and loyalty marketing, brand strategy, advertising and event strategies. The account will be handled out of Singapore.

"This is primarily an Asian assignment at the start, and we'll begin to work on the rest of the world after that," Rednor said.

KrisFlyer debuted two years ago after SIA, Cathay Pacific and Malaysia Airlines wrapped up their joint frequent-flier program. The program now includes on-ground partners such as car rental companies and hotels.

Priority Passenger Services rewards SIA's most frequent first- and business-class passengers. Offers here are even higher so as to retain the loyalty of its affluent members.

"Our first assignment is to help develop and take their loyalty programs to the next level and generate more interest in their loyalty programs, and that should benefit passengers," Rednor said.

With global billings of $3.6 billion, DraftWorldwide has clients such as Compaq Computer Corp., Kellogg Co., Burger King Corp., American Express Co. and Brink's Home Security. Interpublic Group of Companies Inc., New York, owns DraftWorldwide.

To handle SIA, DraftWorldwide hired Garth Shipperlee as regional director of loyalty. He previously was marketing director of ICLP, Hong Kong, in charge of the Cathay Pacific Asia Miles program. Before that, he was at Air New Zealand. The hire not only bolsters DraftWorldwide in the Asia-Pacific region, but also signals SIA's new competitive streak in the tough airline business.

SIA also owns 49 percent of Britain's Virgin Atlantic Airways.

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